Under the concept of “digital cities”, Buenos Aires seeks to attract travelers, students, and digital nomads from China as part of its post-pandemic tourism reactivation strategy. The Asian country is attractive given its excellent economic recovery indicators – even in the midst of the pandemic – and the strengthening of the relationship between the two nations expressed in more academic agreements. Greta Guastavino, Content Director of the Bridge to Asia (BTA) agency, in charge of the campaign, mentioned that the strategy includes the positioning of the city in Chinese social networks such as Wechat and Weibo, through marketing actions that disseminate the tourist, cultural and academic offer, as well as the business environment.
As part of its on-site activities in China, the city has managed to organize a wine tasting event and an activity in “El Obelisco”, a famous high-end Argentine grill restaurant located in a residential area of Beijing. The campaign in general points to 2022 and 2023 as the years of potential tourist reactivation, and also contemplates agreements between Argentine and Chinese universities, and the implementation of “webinars” for the business and entrepreneurial world.
News ArgenChina. (2021). La Ciudad de Buenos Aires busca atraer turistas chinos mediante campañas digitales.